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Licensing a sports brand : effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions

Kwak, Dae Hee; Kwon, Youngbum; Lim, Choong Hoon - In: The journal of product & brand management 24 (2015) 3, pp. 198-210

Persistent link: https://www.econbiz.de/10011378278

Cultural cognition and endorser scandal : impact of consumer information processing mode on moral judgment in the endorsement context

Lee, Joon Sung; Kwak, Dae Hee; Bagozzi, Richard P. - In: Journal of business research : JBR 132 (2021), pp. 906-917

Persistent link: https://www.econbiz.de/10012581673

Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions

Kwak, Dae Hee; Kwon, Youngbum; Lim, Choonghoon - In: Journal of Product & Brand Management 24 (2015) 3, pp. 198-210

Purpose – The purpose of this paper is to gain insight into how consumers value sports team-branded merchandise. Two experiments are conducted to examine the effects of rivalry and team identification on evaluations of licensed product (Study 1). Study 2 examined the effects of team brand cue,...

Persistent link: https://www.econbiz.de/10014896932